Diagnóstico de las estrategias comunicacionales del proyecto Kuya Llacta para incrementar los usuarios de comunicación intercultural en Caguanapamba, cantón el Tambo, Ecuador

Abstract

Community Tourism Centers require communication strategies to expand their impact on the number of visitors, especially when relating to the cultural and natural wealth of Ecuador. However, certain community tourism projects are limited by deficiencies in the management of communication, lack of communication strategies and usually generate empirical promotion mechanisms based on the creation of accounts in social networks. Consequently, this study seeks to define in a qualitative and quantitative way the communication strategies that the community tourism project Kuya Llacta requires to increase users. It highlights exploratory research based on surveys to analyze the perception and requirements of the organization, consumers and potential consumers of the project. The results indicate that the project does not have communication mechanisms, and only the information is disseminated by word of mouth and on a smaller scale by partner travel agencies. In conclusion, seven communication strategies are proposed based on legal aspects, brand identity, participation in events and other actions that impact the communication structure.